A partnership built on shared heritage
The luxury watchmaker’s presence will be prominently featured throughout the racing weekend, with significant trackside placement visible to spectators on the streets of Monaco and viewers worldwide. A specially designed logo commemorating this historic partnership will appear across various touchpoints where TAG Heuer is present, while the brand’s iconic Monaco clocks will be displayed throughout the paddock as a new fixture for Formula 1 in 2025.
Monaco holds particular significance for TAG Heuer, which considers the principality its spiritual second home. This connection stems from a rich legacy of victories by legendary drivers who wore the brand’s timepieces, including Niki Lauda, Ayrton Senna, Lewis Hamilton and Max Verstappen. The watchmaker has maintained a partnership with the Automobile Club de Monaco since 2011, participating in previous Monaco Grands Prix and other motorsport events at the circuit.
“This is a truly fantastic moment in Formula 1 history as TAG Heuer becomes the first-ever Title Partner of the Grand Prix de Monaco, a circuit that featured in the sport’s very first season in 1950, and with which we mark our 75th anniversary this year. TAG Heuer is the perfect partner – not only do they already have a brilliant legacy with Monaco, but I know they will bring their passion, creativity, and exceptional style to match the wonderful energy of an already iconic event.”
Stefano Domenicali, President & CEO of Formula 1
Elevating a prestigious racing tradition
The Monaco Grand Prix stands as one of motorsport’s Triple Crown events alongside the Indianapolis 500 and 24 Hours of Le Mans. The partnership elevates a race already renowned for its challenging street circuit that demands extraordinary precision and skill from drivers. The narrow, winding track threading through the streets of Monte Carlo has created some of the most memorable moments in Formula 1 history.
TAG Heuer’s involvement brings a new dimension to this storied event. The brand’s reputation for precision timing and performance perfectly complements the exacting nature of the Monaco circuit, where fractions of seconds often determine success or failure. The partnership represents a natural evolution of TAG Heuer’s long-standing commitment to motorsport excellence.
“Monaco is truly our spiritual home, encapsulating much of what we stand for at TAG Heuer. The spirit of competition, the challenging street course that rewards those who show the greatest mental resilience and physical strength, a place where driver’s push themselves to achieve their absolute best, we are honoured and delighted to renew our partnership with the Automobile Club de Monaco and extend our activities in the Principality with TAG Heuer being the first to hold this prestigious title.”
Antoine Pin, CEO of TAG Heuer
The evolution of a storied relationship
The relationship between TAG Heuer and Formula 1 extends beyond mere sponsorship. The watchmaker has been deeply integrated into the sport’s culture for decades, creating timepieces that celebrate racing heritage while embodying the technical precision required at the highest levels of motorsport.
The Monaco collection, named after the principality, represents one of TAG Heuer’s most iconic watch lines. First introduced in 1969, the square-cased chronograph gained worldwide fame when Steve McQueen wore it in the 1971 film “Le Mans.” The watch’s distinctive design and association with motorsport have made it a coveted piece among collectors and racing enthusiasts alike.
This new title partnership strengthens TAG Heuer’s association with both Formula 1 and the Monaco Grand Prix specifically. The watchmaker already serves as the Official Timekeeper of Formula 1, responsible for the precision timing systems that measure and record the sport’s razor-thin margins.
Timing precision meets racing excellence
The partnership between TAG Heuer and the Monaco Grand Prix emphasises the crucial role of timing in motorsport. On a circuit where overtaking opportunities are limited and qualifying position often determines race outcome, precision timing becomes particularly vital.
TAG Heuer’s expertise in chronograph technology has long been aligned with racing’s needs. The company pioneered dashboard timing instruments for racing cars in the early 20th century and continues to develop advanced timing systems for modern motorsport. This technical heritage makes the partnership with Monaco particularly fitting.
The Circuit de Monaco presents unique challenges that demand exceptional concentration and timing from drivers. With minimal runoff areas, concrete barriers lining the track, and elevation changes throughout the lap, Monaco rewards precision over raw speed. TAG Heuer’s emphasis on mental fortitude and performance under pressure mirrors the qualities required to succeed on this demanding circuit.
“It has been a pleasure to work with such a celebrated watchmaker for nearly 15 years now, and our admiration and respect for TAG Heuer is reiterated through our new agreement to continue our wonderful relationship. As the watch synonymous with motorsport and the greatest drivers in the history of Formula 1, it is only natural that the Automobile Club de Monaco would choose to be indelibly connected with TAG Heuer.”
Maître Michel Boeri, President of the Automobile Club de Monaco
The future of Formula 1 partnerships
This groundbreaking title partnership may signal a new approach to Formula 1 race sponsorship. While individual Grands Prix have long had title sponsors, the Monaco event had remained untouched, known simply as the FORMULA 1 GRAND PRIX DE MONACO since its World Championship debut in 1950.
The decision to partner with TAG Heuer reflects the evolving commercial landscape of Formula 1 under Liberty Media’s ownership. The sport has experienced substantial growth in global popularity, particularly in markets like the United States, creating new opportunities for premium partnerships.
TAG Heuer’s parent company, LVMH, has entered into a broader 10-year relationship with Formula 1, suggesting potential synergies across the luxury conglomerate’s portfolio of brands. This expanded partnership could introduce new luxury experiences and products to Formula 1’s increasingly affluent global audience.
The timing of this announcement—coinciding with Formula 1’s 75th anniversary—adds historical significance to the partnership. It represents both a celebration of the sport’s heritage and a forward-looking approach to its commercial future.
As preparations begin for the FORMULA 1 TAG HEUER GRAND PRIX DE MONACO 2025, fans can anticipate an enhanced race weekend experience that honours the traditions of this storied event while introducing new elements that reflect TAG Heuer’s precision and prestige. The partnership promises to deliver the perfect blend of motorsport excellence and luxury craftsmanship when the lights go out on the Monaco circuit next May.